According to the survey results, more businesses are not utilizing user-generated content primarily due to time, budget or staff restrictions. Surveyed businesses were also reluctant to have negative feedback shared about their business or product online. Toy had to tackle that issue when launching a small business support community for Cisco Systems. “We leave [negative comments] up so people are more open. We will discuss, we won’t delete it…[especially]
Peterson added, “A negative comment really is an opportunity. It’s a chance to see where there’s a problem and…also a chance to interact with someone that took the time to engage you online.”
The same holds true for brand development. “Brands [can] use user-generated content to get authentic experiences and opinions from their audience…be it good or bad,” said Hulford.
Getting started with user-generated content doesn’t have to be a complex process. “Businesses [can] open up the dialog by encouraging [customers] to share pictures and experiences,”
The expert guests also shared top five best practices for utilizing and leveraging user-generated content:
1) Ask for it. Have a call to action.
2) Respond and engage with people.
3) Understand customers and the audience. Know what tools to provide and use.
4) Be realistic…Expect to have the good with the bad.
5) Recognize or reward active content users.
To hear more about user-generated content, please listen to theinterview with Jodi Bailey Gill and Ed Peterson: https://www.dropbox.com/
For a recording of the webinar please contact Cindy Caldwell, TEB’s eMarketing Manager at firstname.lastname@example.org. To listen to additional webinars, please go to http://www.tebww.com/
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